ABSTRACT
PRODUCT POSITIONING ANALYSIS BASED CONSUMER SPORTS SHOES PERCEPTION
(STUDY IN: 5 BRAND SHOES SPORTS GET THE NOMINATION OF THE TOP BRAND IN 2013)
This study aims to find out the positioning of a perceptual map product brand sports shoes in Indonesia. Object of this study are several brands including the top 5 nominations TOP BRAND in 2013, namely Adidas, Bata, Converse, Nike, and Reebok. Attributes used in this research that brand, price, quality, product design, packaging, promotion, green product, as well as product distribution channels of each brand.
The analysis used in this study is the analysis of multidimensional scaling, Multidimensional scaling is a procedure used to map the perceptions and preferences of the respondents visually in the map geometry. This analysis gives an overview of positioning of the brands featured in a specified folder perceptual dimensions corresponding product attributes. Multidimensional scaling using two approaches, the first is the similarity or similarity. This approach shows the degree of similarity of all aspects. The closer the dots on the map preceptual more stout than the similarities between brands. The second approach is a preference. This approach shows how well the positioning of a brand on each attribute. The closer position to the position coordinates of the point of brand attributes on a perceptual map, the better the brand of the attribute.
Nike perceived ideal position among the others top brands. This is evidenced by the position of the ranking based on the degree of similarity from the viewpoint of the adidas brand has a geometric distance of 0.7103 from the coordinates of the Nike brand. While sports shoes brand preferences based on the attribute, consumers have perceived that brand sports shoes Nike is the most superior attributes based on brand, quality, product design, packaging, and green product based on the total value of 15 points . While the Adidas brand sports shoes brand is perceived as the most superior attributes based promotion with geometric distance of 0.5485 of attributes. To attribute distribution channels and price of consumer perceived brand Bata became the most good brand with geometric distances of 0.7229 and 0.9016 for each attribute.
Keywords: sports shoes, consumer perception, brand positioning, and multidimensional scaling